Brand Acceptance: Bearpaw gains traction

Something magical happens to a brand when they become accepted into the celebrity culture of America…they become a topic of conversation for the entire culture of America.  For the last 130 years our western culture has experienced mass media through magazines, radio, movies, television and now the Internet.

The goal of every brand is to gain acceptance by the American consumer.  To gain acceptance, brands need to first get their attention. Brands need to be a topic of conversation. If you get people talking, they will take a look at your product. Building the buzz on a product is the goal, and there is no better way to get people talking than associating a brand with celebrities.

Bearpaw is the perfect example of how a great brand does everything right.

Social Hill has worked with Bearpaw for the past 2 years. We have a simple goal: We introduce celebrities to the Bearpaw product line and get them to try on a pair or two.  It is not complicated, educate them first and let them try it for themselves. It is a simple strategy that works when the product is good enough to meet the standards of celebrities who have access to any product they desire. Once they try on a pair of Bearpaw boots they want them and then the buzz begins.

Celebrities are wearing these boots night and day. You might have thought that sheepskin shoes and boots would be a fashion faux pas in the summer months, but numerous celebrities are starting a new trend and sporting their Bearpaw footwear year-round. Country singer Gretchen Wilson, actresses Shannon Elizabeth and Jennifer Love Hewitt, and singers Jordin Sparks and Crystal Bowersox have all become fans of Bearpaw. Karina Smirnoff from Dancing with the Stars has even worked with the brand to design her own boot. Lacey Schwimmer, Chelsea Kane, Brandy, Debby Ryan, Tim Duncan, Taboo (Black Eyed Peas) and Romeo are wearing Bearpaw’s regularly.  

The press has also noticed. The brand is appearing in all the major celebrity magazines like People, OK, US Weekly and Star. They have been on multiple television shows like TMZ, Dancing with the Stars and even Jersey Shore. The pictures of celebrities in Bearpaw’s are all over Twitter and Facebook.  

Bearpaw is actively spreading the word about celebrities wearing its footwear. Social media is where the buzz of celebrity culture thrives. Consumers are talking about brands in social media and Bearpaw gives them plenty to talk about. Bearpaw is a topic of thousands of social media conversations and that translates to an explosion in sales.  As we talked about in an earlier post, the quality of the Bearpaw brand is building an exponentially spreading "trust" from consumer to potential new consumer, the basis of all social networking sales.

Start the buzz. Spread the word. Generate interest. Gain acceptance. Now your brand is a hit. Bearpaw is the perfect example.